I大数据背景下 7-ELEVEN 连锁便利店精准营销策略研究内 容 摘 要连锁销售是当今世界最为流行的企业扩张模式，是一种高效的经营方式。但目前一些连锁零售企业面临着一些运营问题，缺乏合理的精准营销策略来推动其业务发展。对此，本文以 7-ELEVEN 连锁便利店为例，从大数据角度来分析其在精准营销上所面临的环境，同时从产品、价格、渠道、促销四个方面来阐述了其精准营销的现状。并发现了其所存在的不足，包括精准营销意识不充足、大数据技术与精准营销的融合不深入、精准营销复合型人才缺乏、精准促销推广力度较弱等最后根据其不足从精准其产品、价格、渠道以及促销四个方面来提出了合理的精准营销策略，借助大数据发展优势和特点来完善 7-ELEVEN 连锁便利店的精准营销策略，从而有效地提高 7-ELEVEN 连锁便利店的营销水平。关键词：大数据时代；零售业；7-ELEVEN 连锁便利店；精准营销；策略 Study on precision marketing strategy of 7- ELEVEN chain convenience store in the background of big dataAbstractChain sales is the most popular mode of enterprise expansion in the world today, and it is an efficient way of operation. But at present, some chain retail enterprises are faced with some operational problems, and lack of reasonable precision marketing strategy to promote their business development. For this reason, this paper takes 7- ELEVEN chain convenience store as an example, and analyzes its environment in precision marketing from the perspective of big data, and expounds the present situation of precision marketing from four aspects: product, price, channel and promotion. And found its shortcomings, including precision marketing awareness is insufficient, big data technology and precision marketing integration is not deep, precision IImarketing complex talent, precision promotion is weak. Finally, according to its shortcomings from the precision of its products, prices, channels and promotion four aspects to put forward a reasonable precision marketing st...
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